This course will teach you everything you need to know about choosing and implementing digital ethnography as a methodology. Including understanding when to use it, and when not to; which approach to choose to ensure optimum insight; and how to manage the wealth of insight you’ll capture.  You will also take part in a live project to help appreciate what it’s like from a participant perspective.

A practical guide to conducting digital ethnography

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

The course will be run over two sessions: in the first session you’ll learn what to take into consideration, how to set a project up and what digital ethnography offers you that other approaches don’t.  You’ll then take part in a live project over the course of a week, some as moderators some as participants, before coming back together to review learnings from the experience and how to tackle managing the analysis.  You’ll get tips throughout on mistakes to avoid and best practice.

You should be able to commit to all sessions to take part.

Learning Outcomes

By the end of this course you will:

  • understand the role of digital ethnography in the toolbox of consumer closeness approaches;
  • discover the different methods through which to capture consumer insight within digital ethnographic projects;
  • succeed in understanding what it’s like to be a participant, consequently resulting in you designing project with optimise participant engagement;
  • establish how to manage the wealth of information captured, to enable you to distil to meaningful insights; and
  • understand the importance of planning and preparation for a successful digital ethnography project, with an understanding of potholes to avoid.

Who will benefit?

This course will be useful and informative for anyone yet to conduct digital ethnography, as well as those who have tried it and are looking for hints and tips to improve participant engagement, manage the level of insight captured, or understand good practice.

Course delivery mode

Online training course with practical homework over the course of a week.

You will need a smartphone and to be willing to provide your email address to participate

By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.

Sarah has more than 20 years’ experience delivering high quality insight for global clients as well as start up companies. She has worked extensively with a wide range of participants from senior stakeholders through B2B projects, and B2C projects with minority groups, kids and young people and medical practitioners. Sarah has a wealth of experience across a wide range of sectors including: grocery, retail, loyalty, media, technology and charities.
Sarah is a multiple published author and started her career conducting social policy research before moving to Ipsos MORI where she was Head of Qualitative within their Media, Content and Technology team. She’s since worked with boutique agencies to develop their teams and expand their client offering before founding Magenta in 2016.  
Magenta won the Marketing Excellence and Insight Award in 2019 for work supporting transgender people, and Sarah won the prestigious AQR Award for Qualitative Effectiveness for her work with the BBC, and has been a finalist for the MRS/ICG Independent Consultant award in both 2018 and 2019.
With an increasing desire to get closer to the consumer and observe natural behavior Sarah has increasingly been using digital ethnography for a variety of clients to uncover nuances that might be missed with other methodologies and she looks forward to sharing some of those experiences with you.

Additional Information

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